How to interview members: get past "I just do my job" and into a story

3 min read

Members are usually happy to be asked. The trouble is that they don't think of themselves as interesting, so you get "oh, I just do my job" and a dead line.

Good interviewing is a skill you can learn in an afternoon.

Before the call

Know why you're talking to them. One sentence: "I'm writing about how small practices handled the new reporting requirement, and you were early."
Read what exists. Their website, their entry in the directory, anything they've said at events.
Write five or six questions. Open ones. Not "Did you find it hard?" but "What was the hardest part?"
Tell them what to expect. Length, topic, where it will be published, that they'll see it first.
Ask permission to record.

During the call

Start easy. "How did you get into this?" gets them talking.
Ask for specifics. "Can you give me an example?" produces the detail a story needs.
Follow the interesting bit. If they mention something unexpected, ask about it. Your list is a guide.
Use silence. After an answer, wait a second or two. People often add the best part.
Ask the closing question. "Is there anything I haven't asked that I should have?"
Check names and details. Spell every name and job title back to them.

Good question shapes

Instead of	Try
"Was it difficult?"	"What was the hardest part?"
"Are you proud of it?"	"What would you tell someone starting out?"
"Do you like your job?"	"What does a normal week look like?"
"Did it work?"	"What changed afterwards?"

After the call

Transcribe or list the best bits. Mark the three or four strongest points.
Choose a shape. A chronological story, a how-to, or a Q&A. A Q&A is the quickest to write and members like reading it.
Use their words. Quote directly when the phrasing is good. Tighten for length, but don't change meaning.
Add context. One or two sentences on why this matters to other members.
Send the draft. Ask them to check facts and quotes. Invite corrections, not rewrites.

Quick profile structure

Headline: what they did or learned, in plain words
Standfirst: one sentence of context
Opening: a specific moment or quote
Background: who they are, in two or three sentences
The story: what happened, in their words
What others can take from it: two or three points
Contact or next step: how to find them or the topic

When it goes wrong

If they answer in short phrases, change tack: ask about a specific day, a person or a mistake. If they're nervous, say that you'll show them the draft. If they ramble, steer back with "so what happened next?"

And afterwards

Send a thank you and the link when it's published. Members who feel well treated are the ones who say yes next time, and tell their colleagues.

Frequently asked questions

How long should a member interview take?

Twenty to thirty minutes is usually enough for a profile. Longer for a feature with several themes.

Can I interview by email?

You can, but you'll get shorter, more formal answers. A phone or video call usually produces better quotes.

Do I need to record it?

It helps accuracy a great deal. Ask permission first and tell them how you'll use it.

Should members approve their quotes?

Sharing the draft before publication builds trust and catches errors. Agree beforehand what changes you'll accept.